Celebrating the sport of kings at Newmarket Randwick
154 Barker St, Randwick NSW 2031
BrandCulture joined the design team at Newmarket Randwick in 2018 as wayfinding and interpretive signage consultants. It was our role to celebrate the history of Newmarket Randwick by devising a site-wide Interpretive Plan. Our concepts needed to complement Arcadia’s warm and welcoming landscapes and the luxurious architecture of each building. We set out to carry forward the legacy of the site to connect the local community to their new neighbourhood – and to each other.
From the moment you enter Newmarket Randwick, you’ll notice interpretive designs, signs and graphics hidden throughout the site. Look down, and you’ll see plaques inlaid into the main pedestrian thoroughfare, highlighting milestones in Newmarket’s story. Within the water feature, you’ll discover the name ‘Struggletown’. You may even discern small mosaics at the entrance to each apartment building and amidst the paving. These distinctive colourful patterns denote a breeder, racing stable and their most famous horses.
Inside the playground, racing colours and patterns are incorporated as discoverable elements, while horseshoe-inspired graphics adorn the soft-fall ground surface. With 642 residencies across five hectares, Newmarket Randwick’s discoverable design elements help to build a community that shares a connection to place.